Jenny Craig, Inc
Weight loss is a $40 billion dollar industry in the United States today (www. abc. news. com). In With the growing concerns about obesity in the United States, the desire and need to lose those extra 20 pounds is more desperate than ever. In this task, many diets, pills and even surgeries have been conducted today. Not just for health reasons but for that desire to have the perfect body. This desire is being felt by both male and females. With the many weight control programs on the market today, Jenny Craig, Inc. has grown into one of the largest weight management companies in the world. Jenny Craig, Inc.
During the last 20 years there has been a dramatic increase in obesity in the United States (www. cdc. gov/obesity/data). The efforts of millions to lose those dreaded last 10 to 20 pounds has lead the weight loss industry to grow an estimated an $40 to $100 billion in the United States a year from the sale of diet products(www. media. awareness. com). With this desire to obtain a fit body, Jenny Craig Inc. has grown into one of the world’s largest weight management companies in the world. Today you can’t mention weight loss and not think about Jenny Craig.
The company was founded in 1983 in Melbourne, Australia. Over the past 25 years the company has grown worldwide not only in the United States but in Canada, Australia, New Zealand and even Puerto Rico. Jenny has helped people learn how to eat and loss weight in foods that includes many of their favorite things. They pride themselves on teaching people how to eat a nutritious diet that increases their energy and build balance for optimal weight loss and well being.
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They focus on the three blocks in the foundation; food, mind, and body (www. jennycraig. om). The target market for Jenny was primarily targeting women. Women are the account for over 75% of the sale of weight loss products in the world. Images of the perfect female bodies are everywhere from film and television, to magazines and even video games. Women are being told that if they just lose that last few pounds, they can have it all (www. mediaawareness. com). Jenny Craig has taken this trend with the use of celebrities to endorse their brand. They had developed a strategy of finding a celebrity that the woman population can relate too.
Someone that the public feels is going through the same things that they go through and if this program can work for them, than it can work for you. Over the last years this has worked and this strategy has made Jenny Craig, Inc. one of the largest weight loss service companies in the world. In the past the main target market was women but it has evolved today and includes men as well. Jenny Craig uses male celebrities to reach the male market. This market is constantly growing as well. Men are feeling the pressure to lose the extra weight as the women have always felt.
With this title, there is competition. Jenny’s #1 competition is Nutrisystem. They offer the same services. They both sell prepackaged, low calorie frozen meals that are delivered at your door for your convenience. However Jenny goes a step further and offers one on one consulting that Nutrisystem does not offer. In the current market, they seem to be running neck and neck. The winning factor seems to be which celebrity each is using is skinner. Some would say who is the most popular and who the public relates to more.
Jenny Craig has had celebrities such as actress Kristi Alley, rapper Queen Latifah, television host Regis Philbin, actor Jason Alexander, basketball player Baron Davis, actress Sara Rue, and actress Valerie Bertinelli to endorse their brand (www. abc. news. go. com). Diet companies like Jenny Craig search for the right stars to endorse their brand. The stars need to be relatable to the women and men. Not just because of their celebrity status, but for their life struggles. That is why Valerie Bertinelli seems to be the winning edge for the company.
Bertinelli has struggled with divorce, drug use and food addiction (www. abc. news. com). She has been open about this and the public, women, love her. She is the next door neighbor. After all over half of the country has struggled with divorce and the drug use is an issue that is also relatable. The public remembers Bertinelli from the TV show, “One Day at a Time”. The women purchasing the program can relate. They are around the same age and most have been through some of her issues. Bertinelli shows that a star goes through the same issues as the non stars go through. Women today relate to that.
If she can do it, they can do it. She inspires them to not only get on the program but stay on the program. In an effort to get the men on the program, Jenny uses men that all age groups can relate to. From Philbin, to Alexander, to Baron Davis, Jenny has targeted many age groups of males. Jenny states that an estimated 150,000 people sign up each week. People are losing more weight and staying on the program longer. Jenny has proven that they have found the right formula to stay on top. Sales have increased more in the past year than in the 25-year history of the company (www. jennycraig. com).
I think Jenny is on the right track with their celebrity clients. What would really be a major marketing strategy would be to bring back Kristie Alley. Since Alley gained back the 75 pounds she lost on jenny and more, bringing her back and having her lose the weight along with Bertinelli would be a huge media event. Nutrisystem celebrity, Marie Osmond was a great selection as well. She and Bertinelli are similar in many ways. Both were child stars. Both went through divorces and have struggled with issues. Women relate to both. Again it comes down to which loses the most weight and maintains it.
Nutrisystem has had men endorse their programs like Dan Marino and Coach Don Shula who used the couples program with his wife and lost the weight (www. nutrisystem. com). Women relate to Osmond and men relate to Marino. They have done a good job in their selection of celebrities as well. As long as the United States remains the “fattest” nation in the world, the weight loss industry will continue to profit. Using celebrities that the common public can relate to is a winning marketing strategy and Jenny Craig has capitalized on a winning combination with Bertinelli and a weight lose program that works.